The search giant Google is planning to eliminate the ‘Target Search Page Location’ and ‘Target Outranking Share’ automated bidding strategies by the end of this month.
The company instead will encourage the advertisers to use Target Impression Share that includes impression share for certain page position targets.
Target Impression Share was introduced by the tech company last November itself and is a is a smart bidding strategy that sets bids automatically on the basis of where the ad will show up.
The update will allow advertisers to set bids for displaying their ads at the absolute top of the page, or anywhere in the top section of the page, in fact they can show up their ads anywhere on the search results page by setting bids.
“Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share.
Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies.”
There will be an automatic migration of campaigns to Target Impression Share that are using Target Search Page Location or Target Outranking Share bid strategies.
Once the migration is done, automatic optimization of campaigns will be done on the basis of previous target locations and historical impression share.